Local Online Advertising For Dummies.

394 Pages·2010·7.05 MB·English

by  Cunningham, Court

spine=.7680”
Internet/Web Marketing
Making Everything Easier!™
Competition is tough! Get an
advantage with online advertising n e
n l i
O
aimed at local customers Open the book and find: L L o c a l
o
c
The Internet has changed the way you attract customers (cid:129) Proven strategies for using search
a
to a local business. Now you need a killer Web site, strong engines to get more customers
l n g
pcaremspenaicgen o anlo snegar wchit ehn ygoiunre so, tahnedr aad vsi btora gnrta sbo tchiael amtteedniati on (cid:129) Hloocwal the Web is becoming more O A d ve r t i s i
n
of consumers. This book offers the advice of advertising
(cid:129) Definitions for the lingo of the l
professionals who know how the online world can provide i
online advertising world n
big help for your business!
e
(cid:129) Ideas for creating a catchy Web site
(cid:129) Create a plan — discover where your customers hang out online, A
(cid:129) Ways to engage your customers
set goals, and identify strategies for success
and keep them coming back d
(cid:129) The site’s the thing — learn how to create a customer-focused v
Web site that’s search engine–friendly (cid:129) W hen help is worth paying for
e
(cid:129) Getting them there — understand how to use search engine (cid:129) How to use e-mail without r
marketing, banner ads, and social networks becoming a spammer t
i
s
(cid:129) Turn clicks into customers — use blogs, online video, and online (cid:129) T en common mistakes and how
i
coupons to engage visitors on your Web site to avoid them n
g
(cid:129) Measure results — find out how to determine ROI, where your
leads come from, and how to see if your ads are working
Learn to:
(cid:129) P lan and launch an effective local online
Get a $100 advertising credit from Yodle!
Go to Dummies.com
® advertising campaign
Look inside for details on how your company can
for videos, step-by-step examples,
get $100 in online advertising from Yodle! how-to articles, or to shop! (cid:129) Set up a Web site that draws local traffic
(cid:129) Maximize your presence on top search
engines
Inside — find out how to get a $100
$24.99 US / $29.99 CN / £17.99 UK advertising credit from Yodle®!
Court Cunningham is CEO of Yodle, a leading local online advertising ISBN 978-0-470-49742-5
Court Cunningham
company that works with thousands of businesses. Before joining Yodle, he
held positions at Community Connect and Double Click. Stephanie Brown CEO of Yodle
is a local business consultant who has been helping businesses market
Stephanie Brown
online since 1994.
Cunningham
Local business consultant
Brown
www.it-ebooks.info
How to go to your page

This eBook contains a Bonus Chapter that is paginated separately from
the rest of the book. The pagination consists of “BC” plus the page
number, separated by a hyphen.

For example, to go to page 5 of the Bonus Chapter, type BC-5 in the
“page #” box at the top of the screen and click “Go.” To go to page 7 of
the Bonus Chapter, type BC-7… and so forth.

www.it-ebooks.info
spine=.7680”
Get More and Do More at Dummies.com
®
Start with FREE Cheat Sheets
Cheat Sheets include
(cid:129) Checklists
(cid:129) Charts
(cid:129) Common Instructions
(cid:129) And Other Good Stuff!
To access the Cheat Sheet created specifically for this book, go to
www.dummies.com/cheatsheet/localonlineadvertising
Get Smart at Dummies.com
Dummies.com makes your life easier with 1,000s
of answers on everything from removing wallpaper
to using the latest version of Windows.
Check out our
(cid:129) Videos
(cid:129) Illustrated Articles
(cid:129) Step-by-Step Instructions
Plus, each month you can win valuable prizes by entering
our Dummies.com sweepstakes. *
Want a weekly dose of Dummies? Sign up for Newsletters on
(cid:129) Digital Photography
(cid:129) Microsoft Windows & Office
(cid:129) Personal Finance & Investing
(cid:129) Health & Wellness
(cid:129) Computing, iPods & Cell Phones
(cid:129) eBay
(cid:129) Internet
(cid:129) Food, Home & Garden
Find out “HOW” at Dummies.com
*Sweepstakes not currently available in all countries; visit Dummies.com for official rules.
www.it-ebooks.info
Local Online
Advertising
FOR
DUMmIES
‰
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd ii 33//33//1100 33::5511 PPMM
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd iiii 33//33//1100 33::5511 PPMM
Local Online
Advertising
FOR
DUMmIES
‰
by Court Cunningham and Stephanie Brown
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd iiiiii 33//33//1100 33::5511 PPMM
Local Online Advertising For Dummies®
Published by
Wiley Publishing, Inc.
111 River Street
Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana
Published by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or
by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit-
ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written
permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the
Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone].
Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley
& Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://
www.wiley.com/go/permissions.
Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the
Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything
Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/
or its affi liates in the United States and other countries, and may not be used without written permission.
All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated
with any product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO
REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF
THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITH-
OUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE
CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES
CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE
UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR
OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF
A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE
AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZA-
TION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF
FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE
INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY
MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK
MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT
IS READ. FULFILLMENT OF EACH COUPON OFFER IS THE SOLE RESPONSIBILITY OF THE OFFEROR.
For general information on our other products and services, please contact our Customer Care
Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax [phone].
For technical support, please visit www.wiley.com/techsupport.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may
not be available in electronic books.
Library of Congress Control Number: 2010922570
ISBN: 978-0-470-49742-5
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd iivv 33//33//1100 33::5511 PPMM
About the Authors
Court Cunningham is the CEO of Yodle, a leading local online advertising
company that works with over 6,000 local businesses across America. At
Yodle, Court oversees all aspects of operations and strategy, including
technology, product development, sales, and marketing. Prior to joining
Yodle, Court held the position of COO at Community Connect, a niche social
networking company, where he lead consumer marketing, product management,
and development efforts. Before that, as SVP/GM of the Marketing Automation
group at DoubleClick, he was instrumental in establishing DARTmail as the
industry leading e-mail marketing solution. Court received a BA in English
from Princeton University and an MBA from Harvard Business School.
For more information about Court and his company Yodle, go to www.yodle.com.
Stephanie Brown has been evangelizing Internet marketing since 1994. In
fact, she specializes in helping clients use many of the tools and techniques
contained in this book to grow their businesses. Over the years, she has
held management positions at marketing fi rms and Internet companies,
where she has led teams in creating customer-focused online solutions for
accounts big and small, local and national. Today she is a partner at Word
Communications, an integrated marketing fi rm in Albany, New York. Her
clients are a living laboratory for exploring the latest best practices — in
e-mail, social media, search marketing, landing page design, Web analytics
and optimization, and offl ine integration.
Stephanie can be reached at [email protected] or www.
wordcommunications.com.
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd vv 33//33//1100 33::5511 PPMM
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd vvii 33//33//1100 33::5511 PPMM
Dedication
Court Cunningham: I want to dedicate this book to all small business
owners, the hardest working people I know.
Stephanie Brown: This book is dedicated to the people and the dogs I
ignored during the researching and writing of it. (You know who you are.)
I also dedicate this book to my mother, Helga Olsson, and my stepmother,
Ruth Brown, whose examples have always taught me to persevere.
Authors’ Acknowledgments
Court Cunningham: A large number of people on the Yodle team played
signifi cant roles in creating this book — not the least of which was Cam
Lay — who was instrumental in helping to organize the content of this book,
leveraged his own marketing background to give us another set of eyes for
each and every chapter, and arduously provided the fi rst round of edits.
Additional content contributors from Yodle included Joseph Sievers, Michael
Baker, Arpan Jhaveri, Milind Mehere, and the invaluable John Switzer. Finally,
I want to thank the Yodle Marketing team members who provided further
feedback including Kara Silverman, Herman Mallhi, Allyse Coughlin, and
Alisa Adler — as well as our Senior Director of Marketing, Joel Laffer, who
encouraged me to do this book in the fi rst place.
Stephanie Brown: It would be a sin not to acknowledge the two people who
worked tirelessly (and occasionally feverishly) to bring the best out in this
book: Editorial Assistant David Idema, whose wry humor makes this a fun
read, and Yodle’s Cam Lay, whose steady support and gentle task-mastering
got us through. Eat your peas!
www.it-ebooks.info
0011__449977442255--ffffiirrss..iinndddd vviiii 33//33//1100 33::5511 PPMM